技术与市场不确定性对企业新产品开发绩效的影响研究-企业管理专业论文.docx

浙江大学硕士学位论文 浙江大学硕士学位论文 技术与市场不确定性对企业新产品开发绩效的影响研究 Abstract With the turbulence of the external environment，fast development of technology and competition，new product development(NPD)faces more and more risks． To improve the performance of NPD and to manage uncertainties in NPD process， this paper analyses the impact of market uncertainty，technological uncertainty and the interaction between the two uncertainties the performance of NPD，based the analysis of influencing factors for market and technological uncertainties． This paper analyses influencing factors for market uncertainty from market familiarity factor，market newness factor,market complexity factor and technological uncertainty factor；and analyses influencing factors for technological uncertainty from technological familiarity factor,technolclgical newness factor，technological complexity factor and market uncertainty factor．In study of 118 Chinese enterprises engaging NPD，the regression results and statistic estimates show conclusions f01lows： Firstly，finds that market familiarity does impact market uncertainty negatively； and that both market newness and technolcIgical uncertainty have positive effects market uncertainty；and that market complexity has influece on market uncertainty． Secondly，finds that technological newness，technological complexity and market uncertainty all have positive influences technological uncertainty．while technological familiarity has negetative effect on technological uncertainty． Thirdly,finds that technological and market uncertainties influence NPD performance negatively．The study also finds the effect of interaction between technological uncertainty and marker uncertainty NPD performance is different in terms of enterprise size．That is，technological uncertainty moderates the effect of market uncertainty on NPD performance in the large and medium enterprises，while technological uncertainty has no effect on the relationship between market uncertainty and NPD performance in smal